The heartbreaking tragedy on the Leyte Island of the Philippines which bore the brunt of the devastation of Typhoon Haiyan has a special relevance today when we honor our veterans. Thoughts go back to another fall day, October 1944 when General Douglas McArthur landed on that very same island keeping his promise “to return” and liberate the Philippines.
Wherever the American army went so did Coca cola.
Coke went to remarkable lengths to make sure their soft drink was never far from the front lines. wasting no time in running an ad celebrating our shared victory in the Philippines.
“Naturally Filipinos thrilled when their Yankee comrade-in-arms came back to the Philippines.” the copy for this 1945 Coke ad declares.
“Freedom came with them.”
“Fair play took the place of fear. But also they brought back the old sense of friendliness that America stands for.”
Now the Filipinos need us again
Let us not forget that Filipinos bravely helped our American soldiers, let us not forget them now. We shall return…with help.
On The Front Lines With Coca Cola Pt I
On The Front Lines With Coca Cola Pt II